Media planning and buying
Media planning and buying at mhp.si Health means constant testing and fast reallocation, not a plan set once at the start of a quarter and left alone. Our TraDigital™ approach runs traditional and digital media as one coordinated system, backed by our programmatic data team and Google Premier Partner status, so budget moves toward what is working while it is still working.
The problem this solves
Media plans built once and reviewed quarterly waste money for weeks before anyone notices. In a category where procedure mix, seasonality and local competition shift constantly, a static plan is already stale by the time it launches. The organizations that win the local moment are the ones reallocating weekly, not quarterly.
What we actually do
Integrated plans
Build integrated media plans across paid search, paid social, programmatic, geofencing, streaming and traditional channels as the audience requires.
TraDigital™ planning
Plan traditional and digital media as one system rather than two plans that happen to share a client.
Programmatic targeting
Use a programmatic data and targeting approach, run by a team of 19 data analysts, to reach audiences by procedure intent and neighborhood rather than broad metro targeting.
Enterprise infrastructure
Use Google Marketing Platform 360 and Google Premier Partner standing, backed by 100-plus certifications, for enterprise-grade campaign management and testing infrastructure.
Continuous reallocation
Review and reallocate budget continuously against real performance data, not on a fixed quarterly cycle.
Care, community and the stories behind them.
Selected Le Bonheur Children’s Hospital photography, advertising and community campaign materials. These are portfolio examples; dates, awards and calls to action belong to the original artwork.
Mississippi care campaignTwo supplied ad formats carrying Le Bonheur’s message for Mississippi families. 
Building the Best Place for KidsPrint creative about the hospital expansion, shown as originally supplied.View print ad PDF 
We love the GrizzliesFour supplied signage concepts featuring children in Memphis Grizzlies jerseys.
How we measure it
Cost per qualified outcome—appointment, procedure start or conversion depending on the engagement—channel-level performance against the campaign's agreed target metric and reallocation speed: how quickly budget moves away from underperforming placements. Reported on analytics dashboards built for the specific number your organization tracks.
Men’s health. A clear message.
Supplied print advertising, presented as portfolio examples. Screening offers, phone numbers, provider counts and awards appear as part of the original artwork.
Let’s Hear It for the BoysMen’s Health Month print creative with a screening message and its original eligibility terms.View print ad PDF 
Man Up for Men’s Health MonthA landscape format carrying the men’s health screening message.View print ad PDF
Proof this works
Rock Dental Brands' media and content program, run across more than 100 locations in five states, produced a $9 million increase in annual revenue and an 11% year-over-year gain, with 78.4% growth in organic reach and 85.7% growth in organic engagement, all coordinated from one strategy tuned to each location's own local demand. Arkansas Urology's screening campaign combined social, PR, web, radio and video into one TraDigital™ plan, generating almost 4 million media impressions and more than 12,500 landing page visits, 58% of them from digital media.
This Smile Changes Everything
Rock Dental Brands campaign examples, tailored to the distinct needs of each location and practice. Offers shown are part of the sample artwork, not offers available through this site.
WestRock orthodontic offerWestRock Orthodontics creative featuring a girl with an orthodontic offer, produced for that location. 
Leap Kids DentalLeap Kids Dental creative featuring a toddler, produced for that pediatric practice. 
Impact Oral SurgeryImpact Oral Surgery creative featuring a teen, produced for that oral surgery practice.
Who this is for
For health systems managing media across multiple service lines and locations, this is how spend stays coordinated instead of siloed department by department. For physician groups and DSOs, this is how a multi-location group runs one strategy without losing the local relevance that makes any single location's campaign actually work.
Common questions
What does “TraDigital™” actually mean?
Traditional and digital media are planned and measured as one system, with one strategy and one reporting view, rather than as separate plans run by separate teams that only compare notes at the end.
How often do you reallocate budget?
Continuously against real performance, rather than on a fixed reporting cycle. What “continuously” means in practice is scoped to your engagement and reporting cadence.
Do you disclose your media commissions or fees?
Our own pricing and any client budget or spend figures are handled directly with you as part of scoping and are never published.
Can you manage media across multiple locations with one team?
Yes. Rock Dental Brands' program runs across more than 100 locations from one coordinated strategy.
How does programmatic targeting work?
Our programmatic data and targeting approach, built and run by a 19-person analyst team, lets us target by specific patient intent and neighborhood rather than broad demographic or geographic categories.